Marketing Health Services, Fifth Edition

Instructor Resources: Test bank, PowerPoint slides, instructor's manual with additional case studies and discussion questions, and a transition guide to the new edition. Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexi-ties of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives. This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition to updated statistics and new sidebars, this edition includes new and ex-panded coverage of the following subjects: Behavior patterns of healthcare consumers Sources of information for healthcare consumers Community needs assessments and how they shape strategy Social media as a vital communication and marketing tool The growing number of resources available to healthcare marketersMarketing Health Services will help current and aspiring healthcare managers understand the unique demands facing healthcare marketers and the strategies of healthcare marketing for facing these chal-lenges.